Vision
Horticulture is a professional industry. Big scales, great international competition, a shift of power in the supply chain and the fact that cost prices are continuously under pressure makes the struggle between entrepreneurs for profitability intense. Therefore, the demand for successful products is high. However, what makes a product successful? In our view the following conditions are essential:
- There is a desire for the product by both the consumer and the retailer
- The product is supported by entrepreneurs
- The product has brand/product awareness

Ambition
Fides Oro is striving for continuous and sustainable profitability for all partners in the chain (breeders, growers, trade and retail). We can realise this because our products offer profitability. We keep accomplishing a successful market position for all our products through joint entrepreneurship with our partners.

Therefore, Fides Oro focuses its breeding on the requirements of the various market segments. This varies from favourable cultivation properties for the growers to the development of products with unique shapes and colours for the niche market. Our experienced and expert breeders keep in close touch with the market and the consumer so that the most favourable varieties are selected.

It's clear that Fides Oro is not the kind of company that just makes profit for itself. The Fides Oro subsidiaries and the employees benefit as well. Discover more about Fides Oro's social responsibility.